New Red Tractor logo launched

Oli Haenlein
· 17 February, 2014

A new ‘Made with’ Red Tractor logo has been launched to provide assurances over the contents of ready meals and pies.

The horsemeat adulteration scandal has added extra impetus to the new development, which assures the quality, traceability and provenance of proteins such as beef, lamb, poultry and pork in products such as pre-packaged meals.

The logo, which will be put on items where the meat element makes up a smaller proportion of the total meal, will be introduced during the course of 2014.

Richard Cattell, head of communications and marketing at Red Tractor, said: “Our research shows that more than half of consumers would be more likely to buy products like ready meals and pies featuring the Red Tractor logo.

“An IGD survey, commissioned by Red Tractor Assurance in 2013, revealed that 52% of consumers would be more likely to buy if it was labelled with the new Red Tractor logo. This represents a significant development for retailers and manufacturers and means the Red Tractor logo is truly fit for purpose.”

Meurig Raymond, deputy president of the National Farmers’ Union, said: “I’m delighted that with the development of the new ‘Made with’ Red Tractor logo there are even more opportunities to highlight the British-sourced assured ingredients that our members work so hard to supply to consumers.”

In February and March, consumers will start to see the ‘Made with’ logo on chilled beef meals such as lasagne and cottage pie.

Ade McKeon, Asda brand director, said: “We’re proud to have worked with Red Tractor on a project of this kind.

“Our customers tell us that it’s important for them to know exactly where their food comes from, so we’re delighted that, from February 2014, we will be the first retailer to have the Red Tractor stamp of approval on all our chilled beef ready meals.”